MARKETING AND CONSUMER BEHAVIOUR

Course Description

The course is intended to build on the knowledge the student has gained from the more general core module in marketing, by providing a deeper understanding of consumer behavior. The aim is to familiarize the student with the internal and external influences that affect the consumer decision-making. The overall goal of understanding marketing and consumer behavior is to prepare tomorrow’s marketers to create and market brands that successfully meet consumer needs. More specifically to understand the importance of consumer behavior in the overall marketing process also to learn how to apply this knowledge (ethically) to create product, service and marketing ideas in ways that motivate consumers to act.

MARKETING AND CONSUMER BEHAVIOUR

Evaluation Tools (Active Term)

Course outcomes

1. 01 Clarify consumer how decide before and after buying
2. 02 Develop student's point of view about market and consumer
3. 03 Discuss relation with market and consumer
4. 04 Examine marketing mix and observe importance for consumer behavior
5. 05 Tüketici davranışları tanımlanacak ve tüketici odaklı düşünce yapısı inşa edilecek

Course Syllabus

Reference Books & Course Materials

1. 01 1. Kotler, P., & Keller, K. L. (2015). Marketing Management (15th Edition). Pearson Education. Chapter 1,3,9
2. 02 2. Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (12th Edition). Pearson Education. Chapter 7,12
3. 03 3. Keller, K. L. (2013). Strategic Brand Management (4th Edition). Pearson Education. Chapter 5,12
4. 04 4. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th Edition). Pearson Education. Chapter 12,13,14

Learning Outcomes

1. L01 Can think critically and question (4) theoretical gains in the context SOLO 4
2. L02 Can plan (4) collaborations with colleagues in interdisciplinary and multidisciplinary environments SOLO 4
3. L03 Solves (3) the design problems encountered in the process SOLO 3

Program Outcomes

1. P01 1. Hukukun temel kavramlarını anlama, kullanma, karşılaştırma, yorumlama, sonuç çıkarma ve uygulayabilme becerisini kazandırma 2. Hukuk normlarını, onlara kaynaklık eden tarihsel gelişimi dikkate alarak hukuk teorisi ışığında analiz edebilme yeteneği kazandırma 3. Hukukun ulusal ve uluslararası boyutlarını, mahkeme içtihatları ve uygulamaları takip etmek suretiyle anlama ve işleme yeteneği kazandırma 4. Hukuki vakaların çözümlenmesi ve sonuçları yorumlama becerisi kazanma 5. Bireysel başarının yanında, ders içi etkinlikler, farazi dava çalışmaları, adliye çalışmaları ve diğer mesleki ve akademik ziyaretler ile kollektif çalışma becerisinin kazanılmasını sağlama
2. P02 1. Hukukun temel kavramlarını anlama, kullanma, karşılaştırma, yorumlama, sonuç çıkarma ve uygulayabilme becerisini kazandırma
3. P03 To gain the ability to analyze legal norms within the context of theories of law, taking into consideration historical developments
4. P04 To gain the ability to follow, comprehend and apply domestic and international laws, and interpret court decisions
5. P05 To gain the ability to solve and comment upon legal problem questions
6. P06 In addition to personally gained skills, to develop team-working skills through in-class activities, moot courts, court room and other professional and academic visits.

Po-Lo Matrix